Purchase intention predicting factors in Indonesian fashion brands

Consumer buying intentions can be predicted by digital marketing, customer engagement, and perceived value. This study aims to empirically test value, as well brand preference in mediating value on purchase intention. In this study, the sample collected was 217 respondents. Data were distributed online questionnaires using Google form data analysis of research uses PLS-SEM method. The result shown shows marketing engagement predict Furthermore, cannot intention directly, but consumer through preference. results are expected able help companies make right strategies taking into account factors that intentions.